This market report is an abridged version of the JKMR UK Major Domestic Appliance report and contains top line data relating to sales of integrated Major Domestic Appliances (MDAs) in the UK, as well as the overall fitted kitchen product market.
Kitchen installations reached a new high point as consumers continued to seek out products that up-graded on their existing kitchen. JKMR calculates the total UK fitted kitchen products market was worth £6.45 Billion in 2016, up 6.6% on 2015.
MDA product value is expected to rise 7%, despite only a 2% rise in new kitchen installations. This increase is driven by more sales of higher priced products and an on-going shift in the mass market towards integrated cooking as a standard choice.
Integrated MDA’s are out-performing fitted unit growth and current provisional 2017 figures show integrated MDA volumes up 4.4%, compared to an expected 2.35% rise in new kitchen installations.
Overall value growth was driven mainly by volume growth and not increased spend levels. This was due to the ever-greater proportion of UK kitchens retailed via outlets where price is a key factor and volume leverage allows appliances to be effectively ‘discounted’.
Ovens and Hobs have, however, seen an on-going improvement in price, with a value increase of 36% compared with a lower volume increase of 24%, making integrated cooking the best performing sector over the last five years.
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JKMR was established by Jayne Barber in 1998 as the UK’s only business-to-business research company specialising in the fitted kitchen product industries, providing a range of multi-client reports and consultancy services to meet the day-to-day needs of those supplying the market. JKMR clients include major names in all sectors of the UK and European fitted kitchen markets, as well as global names in the financial investment and business analysis.
JKMR is a Corporate Member of the KBSA and lead supplier of market figures to the Association. JKMR data is regularly cited in the KBB trade press, and Jayne also provides articles for the wider broadcast and published consumer interiors media.
Jayne has three decades of experience researching the kitchen market. Prior to establishing JKMR Jayne was Senior Research Analyst for the Kitchen Information Service, and has worked both for KBBReview and Emap, publishers of the Kitchens Magazine. Jayne ‘cut her teeth’ on kitchen matters back in the late 1980s as Staff Writer for the Kitchen, Bathroom & Bedroom Industries Yearbook & Directory.
The growing importance of worktops in kitchen design has resulted in new materials, colours and textures coming into the market and consumers are now faced with an increasing array of worktop products to choose from.
Consumer expectations in terms of how a kitchen worktop should perform in today’s multi-functional kitchen are complex and often tied into daily habits and household circumstances rather than product knowledge or the price tag.
For this purposes of this research, TREND-MONITOR was pleased to partner with WILSONART a leading manufacturer of laminate, quartz and solid surface worktops.
This partnership has resulted in a focused piece of industry research that is directly relevant to manufacturers and retailers in this fast growing market sector and answers some important questions in terms of consumer purchase decisions, product usage and the performance versus price ratio.
This report identifies consumer needs and expectations with regards to the performance levels of worktop, assesses worktop usage within the kitchen, and evaluates the price versus performance ratio for worktops
The research collected and analysed data in order to understand four key aspects of kitchen worktops:-
• The type of worktops currently in kitchens and utility rooms • Worktop purchase influences • Worktop performance levels in-situ • Attributes which influence future worktop purchases
The popularity of laminate worktops is highlighted in this research with half of the householders surveyed having a laminate worktop in their kitchen.
Over half of homeowners surveyed hadn’t changed their worktop since moving into their current home. Laminate worktops are kept for the longest, a third are over 10 years old.
40% of homes have a separate utility room, although 14% of these utility rooms don’t accommodate a worktop.
Aesthetics (colour and finish) and heat resistance are the key purchase influences for kitchen worktops.
Worktop practicality is more important than price when choosing a new worktop, with 3/4 of householders prepared to pay more for greater worktop practicality.
The research was undertaken via an online consumer survey with a representative sample of UK householders.
The survey was conducted online during April 2018 and targeted a response rate of 1000+ respondents.
The survey consisted of 34 multi-choice questions, plus qualifying and status questions
For the purposes of the research, the different worktop types are categorised as follows:- – Laminate – Compact Laminate e.g. Zenith – Solid Wood – Solid Surface e.g. Corian – Quartz e.g. Silestone – Granite – Porcelain e.g. Neolith*
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The data from our consumer insight survey is broken down into a series of online dashboards which focus on the different aspects of the research and have a number of ways to filter and analyse the relevant data.
Track the purchase journey for your target market from their purchase motivations, their research resources prior to purchase, through to their choice of retail outlet. Find out why they chose one retail outlet type over another. Investigate the factors which influence product choice, filtered by age grouping, gender, household structure, income or budget, and build up a demographic profile for each product category.
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Smart speaker ownership among Britons has doubled since last autumn, with one in ten Britons now owning a smart speaker device
According to new research by YouGov, while just one in twenty (5%) Brits owned one of the smart speaker devices in Q3 2017, in Q1 2018 ownership has doubled to one in ten (10%).
The Smart Speaker study shows that while Amazon remains the main player in the industry its market share is shrinking as new entrants come into the sector. Currently, Amazon smart speakers (which use the ‘Alexa’ digital interface), such as the Echo, make up three quarters (75%) of the market, but this is down from 88%. Close to one in ten (9%) smart speaker owners now have a Google Home Mini, 7% have a Google Home (full size), while 2% have an Apple Home Pod and 1% own a Sonos One.
YouGov’s report also analysed how smart speaker owners are using their devices. Seven in ten (71%) say that they use their smart speaker for playing music, nearing six in ten (58%) use it to answer general questions, while just under half use it to set alarms and reminders (49%), or access news or weather forecasts (47%). Notably, over a third (34%) say they interact with other smart devices using their speaker, while nearly a quarter (26%) said they bought their smart speaker specifically because it can integrate with other devices.
However, the study finds that there is not an overwhelming demand from the public for smart speaker, with just 5% of the UK population being in the market for one. Although, among those who are looking to buy a device, four in ten (41%) expect to get it within the next six months.
The research shows that older people are more likely to have a smart speaker. A third of owners (33%) are aged 55 and over, while 23% are in the 45-54 age group. Only 10% are aged 18-24.
While Amazon has lost smart speaker market share in the past six months, ownership of its devices continues to grow and it remains the dominant player in the industry. However, because demand among the public for a smart speaker is only modest, the brands that stand to gain most are likely to be ones who can either bundle ownership up with other services or can demonstrate how useful devices can be when it comes to accessing information, goods and services. From both standpoints, Amazon is well placed.
As more people adopt connected domestic devices, the usefulness of a connected speaker – which integrates with other area of a connected home – will become greater. While we are not yet at a critical mass for ownership, when we are, brands will have a great opportunity to market their products more effectively.
Approximately 7.3 million tons of food was wasted in the UK in 2015, which equates to £13 billion in monetary terms.
This isn’t new, we’ve been throwing away food for years, but most consumers have been unaware of the amount of food that they have wasted.
Until now ….. in July 2016 an official House of Commons food waste enquiry was launched and this has estimated that the average UK household lost £470 a year because of avoidable food waste.
The household is where the highest percentage of food waste takes place. Households in economically developed countries are responsible for about 38% to 47% of their country’s food waste. According to research from WRAP, a UK-based Waste & Resources Action Program there are 10 main reasons for food waste at home.
As a result, the big food producers like Heinz and Bird’s Eye have reacted by developing packaging that allows food to be kept fresh for longer.
And the major supermarket retailers are all updating their shelf-life guidelines and storage information, as well as relaxing their quality standards so that ‘wonky vegetables’ are allowed in their stores,
The message out there is not only is this food waste causing huge environment problems with the account of landfill its using, it’s also hitting consumers where it hurts; in the pocket.
And this in turn is creating a culture change in how we respond to food waste which has impacted on our grocery shopping habits. The 2017 Waitrose Food and Drink Report says that consumers now treat supermarkets like walk-in fridges with two-thirds of Britons nipping to a supermarket more than once a day, and one in 10 people decide what to buy for an evening meal just before they eat it – often stopping to shop for it on the way home from work.
Longer opening hours and more convenience stores combined with a drive among shoppers to waste less and stop themselves “over-buying” has led to a new trend that Waitrose is calling “as and when shopping”.
Waitrose said the changes in the way we shop and eat are bringing some unexpected changes – like the trolley downsizing – just a few years ago, an average Waitrose would open with around 200 big trolleys and 150 shallow ‘daily shopper’ trolleys lined up outside. These days the tables have turned, with 250 shallow ‘daily shoppers’ and just 70 big trolleys needed.”
The International Bathroom Exhibition at Salone del Mobile in Milan is where tomorrow’s bathroom ideas and concepts are conceived. This year’s edition saw 243 exhibitors set up stands in an area of 20,600 square metres, showcasing a huge array of products geared to rest and relaxation.
In it’s seventh year as a standalone exhibition, the innovative focus was on sustainability. Cutting edge products for modern bathrooms reflected today’s strong demand for efficiency and energy saving, with the accent on water efficiency, indoor pollution prevention and personal health.
Here are the top eight bathroom trends we spotted.
Bathroom Trend #1: More is more
Is less still more? The notion that good design is rooted in simplicity has been widely accepted since the 2000s. However, it’s all change now, because maximalism is powering into the bathroom with vivacious colours, graphic patterns and unapologetically luxurious pieces.
For her second collaboration with Bisazza, India Mahdavi has turned the traditional clinical white bathroom on its head with sanitaryware in three exuberant colours: pistachio, blueberry and strawberry (shown). To complement the bathroom collection, Bisazza and Mahdavi also plan to launch Pinstripe, a new mosaic pattern that takes its design cue from its namesake.
This overtly pop aesthetic – a recurring trait in Mahdavi’s projects – was also adopted by Glass Design for its radical Ettore Sottsass basin. It’s a fitting tribute to the man who inspired it.
Bathroom Trend #2: Unexpected forms
Most bathroom designs are content to play follow my leader, but a few step up to challenge design stereotypes. The reward for bravery is attention – sometimes positive, sometimes negative. But, as Oscar Wilde said, ‘The only thing worse than being talked about is not being talked about.’
As we jostled to see the debut of Paolo Ulian’s Intreccio marble washbasin for Antoniolupi, the reaction around us was mixed. For our part, we fell in love at first sight, not least because in the course of investigating the relationship between an ancient material and new processing techniques, Ulian has successfully forged a fresh approach to basin design.
It was a similar story on the Oasis stand, where the launch of its Plissé freestanding basin caused quite a stir. Crafted from opaque white ceramic, Plissé takes a fashionable approach to interiors with its cinched-in waist to better accentuate its pleating. It’s not one for the minimalists, but haven’t they had their say already?
Bathroom Trend #3 Going green
Nowadays, the influence of nature on design is less of a trend and more of a given. That said, the connection appears more pronounced now than previous years. Take green, the colour most synonymous with nature and the great outdoors. In 2017, greens were all light, bright and leafy. Since then, the colour has taken a darker turn, adopting a more masculine feel.
Bette’s BetteLux Shape bath is an excellent case in point, shown in a new Forest finish that changes shade depending on how the light falls. This gives the glazed titanium steel from which the bathroom specialist manufactures its designs an optical depth that makes it look almost alive.
A dark green bath isn’t for the faint-hearted. In light of this, Ritmonio has gone green (but on a much smaller scale), casting its Haptic showerhead in eight colours, including Amazzonia.
Bathroom Trend #4: Ode to orange
What are your thoughts on burnt orange? Too bold? A bit brassy? If you’re cautious about colour, you might be tempted to give it a miss. However, used sparingly, a pop of burnt orange injects warmth into a restrained aesthetic.
Consider, for example, Kartell by Laufen’s accessory collection, now available in an expanded colour palette including burnt orange. Paired with white sanitaryware, it adds a palpable joie de vivre to a space without overpowering it.
For a more muted take on orange, look to matt finishes that absorb light rather than reflect it. The result is understated elegance. Once again, Ritmonio has nailed it with its new range of colours. Shown below is Sahara.
Bathroom Trend #5: The beauty of black
Orange is not yet the new black when it comes to bathrooms. In fact, black is still around in all its sleek and stylish glory. Pair it with metals to add a touch of glamour to your bathroom; offset it with white to work the classic monochrome look; contrast it with a bright colour to make your scheme pop.
A few of our favourite black designs from Salone del Bagno include:
Bathroom Trend #6: A question of personal taste
There are no rights or wrongs when it comes to decorating a bathroom in 2018. Ultimately, it doesn’t matter what you choose as long as you pick pieces that speak to you.
Perfectly timed to chime with this spirit of personalisation is MyEdition from AXOR, a new collection of taps created in collaboration with Stuttgart-based design studio Phoenix that’s designed for those who want to be different. The taps can be customised in a choice of materials including the usual suspects – metal and marble – as well as a couple of more unexpected options, wood and leather.
Bathroom Trend #7: Rest and relaxation
Customisation isn’t the only way for individualism to manifest itself in the bathroom. It takes place behind the scenes too. Take digital showers, which cut out the need for temperamental manual controls to achieve the perfect water temperature. Instead, you can set temperature at the touch of a button.
Digital showers are just the beginning. Glass1989 presented new additions to its SpaRituals collection, including the Mawi bathtub, which boasts SkinSublime, which fills the water with oxygen-rich micro bubbles. These are said to improve cellular regeneration, stimulate collagen production and combat free radicals that cause skin ageing.
Meanwhile, Kos debuted its Quadrant Pool Relax by Ludovica + Roberto Palomba. A mini infinity pool suitable for indoors and outdoor use, its features include the Milk system, which releases tiny oxygen particles into the water, turning it from clear to milky white. Kos claims that the system helps tone muscles, stimulate skin hydration and restore tired bodies.
Bathroom Trend #8: Living bathroom
Trends seen at trade exhibitions don’t become mainstream overnight. Some bubble under the surface for years before becoming mainstream. Take the living bathroom, the idea that the bathroom is another living space and should be treated as such. This thinking has been the subject of many a trends discussion (and has subsequently filtered into luxury homes) but it’s still a new concept for the majority.
What helps the cause is when big brands pick up the mantle. Cue VitrA, which unveiled Plural, its new living bathroom concept, at the exhibition. Created in collaboration with American designer Terri Pecora, Plural introduces the bathroom as a social hub where people meet and reconnect with themselves, their close friends and family. To signify the sense of warmth and domesticity, Pecora has conceived organic-shaped design elements in neutral colours and wood finishes that can be used in multiple combinations to form a personalised intimate setting.
“At VitrA, we wanted to create a new methodology that responds to the recent evolution of the bathroom ritual,” explains Erdem Akan, design director at VitrA.”We focused on the time spent in the bathroom and our interaction within the space rather than the products.”
Eurocucina is the international showcase for all that’s coming next in kitchens. A key element of Milan’s Salone del Mobile fair, this year’s edition hosted more than 100 kitchen companies. And among the large number of exhibitors, there were some distinct trends on view.
Here’s a snapshot of these kitchen trends …
Kitchen Trend #1. Storage gets flexible
Manufacturers were taking a fresh approach to storage, making the best use of space, including turning the splashback – an otherwise underused area – into a flexible storage solution.
Rossana and Scavolini both combined open shelving, compartments and glass storage that ran the whole width of the prep and sink area, while Valcucine’s Genius Loci kitchen featured a dedicated area of illuminated storage that can be concealed when cooking’s finished.
This emphasis on flexibility shows how manufacturers recognise that the best cooking happens when people aren’t constrained by kitchen layout. Keeping some items on display and others hidden means we can tailor our kitchens to our own cooking preferences.
Kitchen Trend #2. A new take on frosted glass
Open shelving has become a popular look, as it means we can put favourite pieces on display. However, when those pieces need almost daily cleaning, the look becomes less practical. The solution? Ribbed, embossed or patterned glass that keeps shelves feeling open but items dust free.
This look was everywhere at Eurocucina, including on the stands of TM Italia, Poliform and Ernestomeda. Designers have incorporated it into wall units to mid- and full-height units, and as everything from frosted to painted-on lines (Elam) and even backed with fabric (Cesar and Rossana).
Including lighting within the storage is another nod to practicality. Items can remain either in shadow or fully on view in a display that also brings mood lighting to the kitchen.
Kitchen Trend #3. Dining room
Every island unit now seems to include space for a seating area, even if it’s just a small breakfast bar. But in Milan, kitchen designers had taken this to the other extreme by adding a full-size dining table. Some of these were level with the island but others were table height and designed to seat for an extended family gathering or dinner party.
Rather than having a separate formal dining table, why not keep the dining close to the action? Dada and Porcelanosa showcased two notable examples.
Kitchen Trend #4. The hidden kitchen
This one isn’t brand new for 2018 – but it’s worth mentioning because it was still very much a growing trend at this year’s show. In fact, the option to hide away the working areas of the kitchen isn’t just a good idea for small spaces but for all open-plan kitchens.
The Monolith kitchen from Comprex and Scavolini’s Box Life were two examples of the many that used full-height pocket doors. These completely conceal elements of the kitchen from the rest of the room and slide out of the way when the room’s in use. In a crossover with the frosted glass trend, Ernestomeda featured a kitchen partially hidden by full-height ribbed glass doors.
Kitchen Trend #5. Everything to hand
From Cesar and Ernestomeda came a new concept in keeping everything within easy reach. We’ve coined the term ‘hanging rail’ to describe it since that’s what it is – a structure that provides lighting over the hob and can be used to hang all your favourite utensils just where you need them. You could also see it as a pared-down version of a batterie de cuisine from a professional kitchen.
Some manufacturers have extended the trend by adding compartments and shelving to create open and suspended storage. For example, Dada’s VVD handleless kitchen featured a compact steel structure of shelving down the centre of the island to define the working area and provide handy storage but maintain a sense of openness.
Kitchen Trend #6. Multi-functional extractors
Extractor hoods are subject to trends just as much as the rest of the kitchen. They tend to be either hidden away or decorative and meant to be seen, particularly when they’re sited above an island. But a third version was seen over and over again at Eurocucina – the large, multifunctional extractor that doubles as open storage.
Made from metal frames and glass to keep their looks light, these are also the perfect area for extra storage. Some were used for purely decorative items, but others held herbs and cooking utensils, creating another practical space. Nolte, Poliform, Ernestomeda and TM Italia all had examples of this trend.
Kitchen Trend #7. Real and faux metallics
Stainless steel has always been a popular material thanks to its hardwearing finish and professional look, and it was everywhere at the show – though in several guises. For example, Poliform fooled the eye with an ingenious worktop that looked and felt like embossed stainless steel, but was in fact porcelain. Warmer metallics in brass and bronze added glamour to the doors of Valcucine and TM Italia.
For the most beautiful and unexpected use of stainless steel, hats off to Xera. Its kitchens are made entirely from stainless steel, but this has been put through a process to bring out its natural nickel and chrome. The result is doors with copper and brass shades as well as more usual brushed silver tones.
Kitchen Trend #8. Drawers without fronts
This might sound like an unfinished kitchen, but drawers made from just of the drawer box created an interested storage solution on a few stands. The ‘no front’ drawers created a contrast between the natural wood and whatever doors were used in the rest of the kitchen.
Dada used this treatment to create a row of drawer trays along the non-working side of an island unit. Meanwhile, Schüller broke up the painted finish of an otherwise fairly traditional kitchen with this ‘unfinished’ drawer front.
With the government pledging to build 300,000 new homes a year, AXA Insurance has asked the public what they think homes will look like in 5, 10 and 20 years’ time.
Homes are becoming increasingly multi-purpose, with a quarter of people now viewing them as places of work as well as leisure;
Technology will ramp up in 5 years’ time,with 26 per cent believing all homes will include smart technology;
Sustainability is the name of the game in 10 years’ time, as 20 per cent expect houses to haveaccess to driver-less vehicles and be made of sustainable materials
Homes of Today – A mishmash of work and leisure
Twenty years ago most people thought of their homes as a place they go at the end of the day to unwind and catch up with their families, however today a quarter of people use them as places of work as well as leisure. Thirty-six per cent of people feel that there are more people working from home today compared to ten years ago, while 64 per cent think that even more people will be working from home in the future.
However, even though there are now more people working from home than ever before, only a few of us have dedicated spaces to do this work in. Only a third (29 per cent) of people work in a dedicated office at home, while another third (32 per cent) work in their living rooms and 15 per cent in their bedrooms. Most people work on their laptops (69 per cent), while less than half have a dedicated desk, office chair or monitor!
Homes in 5 years’ time – Technology becomes more widespread
We often forget how quickly technology can become commonplace, however considering the fact that the iPhone came out less than 11 years ago, it’s not surprising that over a quarter (26 per cent) of respondents believe the UK’s homes will include technology such as Hive and Alexa in the next five years.
What’s more, 27 per cent believe there will be smart screens (e.g. TV screens you can use to call people etc.) throughout their homes in the next 10 years, while 25 per cent think people will have the ability to charge electric cars at home instead of having to go to charging points.
Homes in 10 years’ time – The Sustainability Era
Conversations surrounding sustainability are becoming increasingly prevalent as the world envisions the type of environment they want to live in in the future. Concerns over sustainability appear in respondents’ hopes for homes in 10 years’ time, with almost 20 per cent thinking they will be made mostly of sustainable materials (e.g. solar panels, flood resistant technology etc.) and will also be better equipped to withstand environmental factors such as storms, rain and wind.
Meanwhile, one in five believe homes will have access to driverless cars in the next 10 years – just 5 years after having the ability to charge electric cars at home. There is a good reason why sustainability is so important in the future: a quarter of people (24 per cent) think the UK’s electricity network as it currently stands would struggle to keep up with demand in 10 years’ time.
Homes in 20 years’ time and beyond
Along with determining what homes will look like in 5, 10 and 20 years’ time, there were some general observations from respondents regarding on-going trends that we are seeing today and expect to carry on in the future. At the moment, only 20 per cent of people think homes have the ability to change rooms depending on their purpose (work, leisure, relaxing etc.), however 43 per cent think they will have this ability within the next 20 years.
“Throughout the decades AXA has seen a number of changes in the way people live their lives and the homes they reside in. Today more than ever, people are starting to use their homes for multiple purposes and are relying more heavily on new technology, and this is set to continue. In the next five, ten and twenty years we expect homes to change once again, but into what is a conversation we all need to have.” Gareth Howell, Managing Director, AXA Insurance
Other predictions include:
Nineteen per cent of people think UK homes already have more people living in them; this increases to 38 per cent within 20 years’ time.
Twenty-three per cent of people think UK homes already house multi-generational families; this increases to 35 per cent within 20 years’ time.
Twenty-five per cent of people think UK homes are already smaller in size in general; this increases to 31 per cent within 20 years’ time. A quarter of people also think homes will never become larger in size again.